In 2019, more and more businesses are donating a portion of their profits to charitable organizations and are implementing practices in their business strategy that underscore the triple bottom line: people, planet, and profit. This practice, known as “cause marketing”, helps businesses demonstrate to the public that they practice corporate social responsibility, which not only satisfies a moral code on behalf of the business owner; it benefits society as a whole.

Business owners, ask yourselves: What makes your business stand out above the competition? Why should customers choose your product over another company’s? What differentiates your brand from others and sets it above the competition? As a business-owner or marketing guru, the answers to these questions are crucial to your overall success as a business.

Cause marketing is a strategy used by businesses from every industry across the globe. Linking your business to an external cause elevates your brand - be it through an environmental, social, or equitable lens. Values-based business models are relevant for businesses of any size, but a great example of this strategy in action is The Lego Group.